UGB161 Introduction to Marketing: Marks & Spencer Case Study

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UGB161 Introduction to Marketing Assessment
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Table of Contents
Introduction:....................................................................................................................................3
Marketing Audit of Marks & Spencer for current performance of the organization:.....................4
Current Position of the Organization:..............................................................................................6
Segmentation Strategy:....................................................................................................................7
Geographic Segmentation:...........................................................................................................7
Behavioral segmentation:............................................................................................................7
Buyer Behavior:...............................................................................................................................9
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13
List of table
Figure 1: the perceived value of the Organization...........................................................................5
Figure 2: SWOT analysis of Marks & Spenser...............................................................................5
Figure 3: Types of Market segmentation.........................................................................................8
Figure 4: Types of segmentation.....................................................................................................8

Introduction:
The Organization Marks & Spencer is established in the British countryside as the multination
brand in the retailing field and the head office of the organization is situated in the Westminster,
London. The organization is registered in the Stock exchange of London and provides service in
the worldwide market. International Business and market refers to technology, goods, Capital,
services, and knowledge across the global level at the transnational or global level. Internal
Business involves that exchange of service and products among the more countries. For the
sharpest business and excellence relationship, financial and governance is created effective
growth of the business organization and people. Marketing strategy is a design that includes the
methods to reach the customer satisfaction and quality of products. Marketing Plan is the process
that documented the trend of the global market and effective values that improved the position of
the market.

Marketing Audit of Marks & Spencer for current performance of the organization:
The Organization Marks & Spencer refers to the leading business organization of UK that retails
the food, clothes, Homer accessories and financial productivity for the customers. The
Organization has gained success and known for the innovative productivity and quality of
service with the effective cost that is the cause of customer relation. The organization is having 2
Million customers in UK and 78000 staff with 2000 suppliers in the global market. The
organization is beliefs on the service and value of the customers to understand customer’s
requirement. The changes in business environment are referred for planning to adopt the new
ideas and market trend according to the competitive market. The performance of the organization
is measured by the Pestle and Porters model. The analysis identified the current performance of
the organization with the challenges and issue in the current marketing strategy. The audit
identified the current marketing strategy of the organization and also discussed the external and
internal environment of the business organization that improved the productivity and position of
the organization (Josephson, et al., 2019).
A strategy that is identified by the audit which is included by the organization for effective
performance:
The Marks & Spencer is served the quality and reliability, Quality of service and including staff
skill development training for manage the value and supply of the products. The organization
includes a robust architecture that is required for success of the business.
Own brand:
the organization is work on their own branding and selling the self-made products that are
guaranteed the value and quality of service for customer satisfaction.
The organization includes the strategy of cloth segmentation and multi-channel spending for
improved customer service and implemented new innovation with the products of the
organization. Supply chain of the organization is having strong control that is the key factor for
the longtime relation that enhanced the supplier trust (Liu, et al., 2019).
Internal communication of the organization is also the factors that improved the employability
skills and enhanced the communication between employee and the departments of the
organization. The organization involves the training and seminar session with the organization
for improving the skills of the employee and more productivity. The organization includes the
policies and employee benefits that are required for employee motivation.
Stockholders: the organization creates daily contact with the group and individuals that are
connected with the organization. Time to time meetings and email communication has created
the value of the organization and identified the new trend of the market (Chung, et al., 2019).
The strategic position of the organization:
The organization is operated the competitive business and external factors that affected the
business of the organization. The organization is export the segments such as home, clothes and
beauty items. The organization includes sensitive social, economic and technical factors that are

showing the potential for changing and growing the market trend in the clothing to compete with
the market. Online marketing and purchasing are the trends that are not controlled by the
organization. The organization is having the value in the affordability, service, and quality for
the competitors of the company.
Figure 1: the perceived value of the Organization
Source (Savelli, et al., 2019)
SWOT analysis of the organization:
Figure 2: SWOT analysis of Marks & Spenser
Source (Phadermrod et al., 2019)
The analysis has identified the strength of the organization that includes the factors which
improved the marketing of the organization. The organization includes strong communication

and brand equality that enhanced the marketing value of the organization and introduced
effective productivity and quality.
The weakness of the organization is the high cost of the products and bad advertisement that
provided bad impact on the value of the organization.
The organization is included the opportunities of the internalization that enhanced the presence
of global strategy. Market segmentation is the process that defined the level of customer interest
to improve the satisfaction of the customer and enhanced the productivity of the organization.
Increased the level of competition and new trend of market are the threats that are challenges for
the organization (Ibeh, et al., 2019).
External environment analysis:
The PESTLE analysis of the organization is included for identifying the factors that are
influenced the performance of the organization.
Political factors: The European committee provided permission for free flow to the organization
and foreign regulations are enhanced the exportation of the organization.
Social Factors: The organization includes a variety of products with the brand of the organization
that provided a new direction for the organization.
Economic factor: the organization prefers the home brand products that are cost-effective and
provides more benefit for the organization.
Technology: use of online market and advertisement of the products are the strategy that
improved the quality and value of the organization.
Legal factors: The foreign regulation and governance are provided permission for the
organization for trades their market.
Environment factor: Eco-friendly environment and less energy consuming products are improved
the efficiency of the organization.
Current Position of the Organization:
The organization loses the position of number one in the UK clothes marketing according to the
Market Index. The organization has faced issues of change in the market trend and closed the
store in different countries. The organization affected the Fundamental issues and introduced
conversion and store relocation strategy to improve the profit of the organization. According to
the Global data, the organization lost 2.2ppts within the market share of the organization. The
organization is a top branding company and according to the global data of 2018 the organization
is the number cloth retailing organization in the UK country. The capability of understanding the
need of customer and user preference is the factors that improved the value of the organization.
According to market analysis, the organization gathered information about the issues and

identified the solution that is required for the benefit of the organization. The organization
created an effective image and trust that improved the value and high share marketing.
The organization is adopted new technique and developments that enhanced the speed of the
communication and includes digital supply chain that improved the market position of the
organization. Effective communication among the organization and the user creates foreign
opportunities for business.
Segmentation Strategy:
Market segmentation is referred to the process that divided the potential of market customers into
the segments which depend on the various characteristics. The segment is used to identify the
market strategy that shared the needs, interest, and locations for the organization and customer
requirement. Market segmentation includes the targeting potential that provided resources and
money for targeted users. It reduced risk and ineffective campaign and includes higher chances
to get success for profit. The approach is used to identify the buyer potential for the products of
the organization. The approach has identified the factors that are focused on the process that
providing more effective strategy for growth.
The market segmentation is based on the Age group, Gender, Income, Occupation, Place,
lifestyle, and Usages that identified the trend of the market and purchasing power according to
the environment of the country (Liu, et al., 2019).
Geographic Segmentation:
The Geographic criteria-regions, cities and zip codes are defined as the geographic segments of
the market. The segmentation has discussed the interest of the user and their taste. For example,
the southern US customers are known as barbecue lovers. The Segmentation is containing the
taste of the different countries and the organizations are preferred service according to the
interest of the countries customers. The Segmentation easily identified the availability of the
market and the organization includes the interest with the selling of the company. The
segmentation improved the efficiency of target marketing and fewer chances for any issue. The
geographic strategy focused on the local area interest and provides a distribution network for a
specific location. The drawback of this segmentation is the preferences of the consumer are not
based on the location and based on the incomes and origin of the sources.
Behavioral segmentation:
According to this segmentation are categorized the interest of the user on the base of usage,
decision-making approach, and behavior of the customers. For example, the younger generation
of the country preferred fancy and attractive clothing and sports person is liked the cloth that is
comfortable and flexible. The behavioural segmentation includes the following factors:
User Status: The income and the regular use of the person is the pattern for the purchasing of the
user. The status is identified for the specific need of the user according to the members of the
user family and income sources.
Loyalty: The approach has defined the loyalty of the user for particular brand and the pattern of
purchasing. Brand loyalty is required for improvement in the profit of the organization.

Figure 3: Types of Market segmentation
Source (Taleizadeh, et al., 2019)
Figure 4: Types of segmentation
Source (Suman et al., 2019
The above figure has described the segmentation that is included the factors that are required for
the growth of the organization and understand the behaviour of the customer. The factors have
identified the taste of the user and provide the trend of the target market. The factors are playing
a major role to enhance the productivity of the organization and introduced the business
organization as a valuable brand in the country.

The segmentation understands the interest and new innovation of the market with the
competitive strategy for improved the retail market. The behaviour segmentation is the factor
that analysis the taste of the customers and improve the productivity of the organization
(Sánchez-Fernández, et al., 2019).
The analysis of the demographic segmentation analyses the interest of the users according to age.
The age factors are important for the analysis of market trend and for the organization the taste
of individual age improved the profit of the organization. According to the analysis of countries
identified the range of income of that country and includes the product with the range of the
income. These factors are included in the value of the brand. The affordable range of products to
each customer of the country improved the consumption of the products and enhances the growth
of the business organization. The analysis of this segmentation new target products and
marketing are the factors that improved the productivity of the organization.
Age and income are the sources that affected the retail marketing of the organization. The
organization includes products according to the rage of the customer and includes the tradition of
the country with the products. Different types of products like sports; swimming and traditional
clothes are introduced verity in the products and improved the retail market of the organization.
Behaviour method provided the purchase history of the country and taste of the peoples.
Understanding of the preference of the user and online marketing with the attractive strategy is
the method that attracts the user for the products of the organization and enhances the retail
market of the organization with the improved productivity (Ahani, et al., 2019).
Demographic and behaviour segmentation is the marketing segmentation that is used to
understanding the taste and preference of the customers and improve the retail marketing of the
business organization. According to the market analysis, the age group and economic factors
have categorized the group of the customers. The group of customers has improved the retail
marketing of the organization. The organization is required to adopt the need and taste of the
customer with the various range that affords by the customers for the improved retailing.
Buyer Behavior:
For the marketing of any business, it is required to understand the behavior of buyers. Buyer
behavior shows what buyers think before purchasing the products and their likes and unlike. So
while preparing the marketing strategy for Marks & Spencer, to understand the buyer’s behavior
help in good strategic development. And the marketing strategy prepared for the organization
and the market segmentation criteria considers the buyer behavior and its importance.
Customer’s behavior includes the steps he follows to select or purchase a product that should be
considered in the marketing plan or strategies of any organization. The behavior of a customer
and how he selects a product includes the following points:
 Need, requirement or a problem- customer purchase a product because of his requirement
or problems.
 Gathering information- the second step for the customers is to search for information
related to the products he wants.

 Looking for the alternatives and comparison- customer looks alternatives for the selected
product and compare the product with other products available in the market.
 Purchasing- after the above steps the customer purchase a product.
Evaluation- then the customer evaluates his purchase. The evaluation shows his satisfaction with
the product (Mlecnik, et al., 2019).
So this is how a customer purchases a product and this all things considered in the market
strategy. So to considering these steps, the market plans include following points to support and
attract customers
 Taking feedback from customers and know the changes they want regarding the product,
process, and delivery.
 Making changes in products according to feedback or requirements of the customer and
providing the products customers wants.
 providing better instructions or guiding to the customer through messages, e-mails and
other options.
 Helping customer and solving problems and providing a fast response.
So these are the steps that are included in the plans and will help and support the customers.
Guiding and providing instructions help customer to choose the right product within the
company so that he can be satisfied with his purchase. And online sales, messaging and emails
can provide more help in good communication between the company and the customers. These
techniques also can help in taking feedback from customers. For the growth of an organization
with attracting new customers, it is also important to retain the customers and increase the
market of the organization (Molner, et al., 2019).
Analysis:
The analysis of marketing strategies shows how marketing strategies or plans will help to meet
the requirement of suggested market segments and to meet the objectives of the organization
Marks & Spencer. The presented strategies include or cover all aspects that can improve the
performance of the organization and provides further opportunities for growth. The strategies
consider the internal and external factors that can affect the working and success of the
organization and how the effect of these factors can be avoided or minimized. Further, the
strategies are based on the current analysis that includes the current problems and planned
considering current resources. The strategies also help to solve the current issues of the
organization as unavailability of resources and other problems that are affecting the performance
of the organization. And further, it is focused to enhance the individual performance that will
lead to enhance the overall performance of the organization and improve productivity and overall
benefit of the organization. The marketing strategies provide many ways to attract customers and
to help them. It also shows how the inputs can be minimized or can be used effectively to make
the best use of resources. The following points included in the marketing strategy will help to
meet the organizational objectives (Milani, 2019).
 The market analysis will help to understand the requirements of customers and a suitable
new market for the organization.
 Through the advance resources, communication with the customers will be improved.

 Increase online sales will further increase the market and sales of the organization.
 Advancement in resources improves the production and operations of the organization.
 Help and support to customers will increase the satisfaction of customers.
 Analysis of process and position of the organization will help to make further
improvements and changes within the organization.
 To understand buyer behavior will further improve the response of an organization.
 Providing online offers to customers will further increase sales.
 The advertisement will attract targeted customers.
 Product sampling and discount coupons will help to attract customers.
 Collaboration and teamwork’s will lead to success.
So these are the points which show how presented strategies will help to meet the objectives of
the organization and to the requirements of suggested market segments. The marketing plans or
strategies will fulfill the short term and long term goal of the organization and will provides
further growth and growth opportunities to the organization. So the plan and strategies will help
to increase turnover and sales of the Marks and Spencer (Steenkamp, 2019).

Conclusion:
The Report is based on the Understanding and knowledge of marketing and application of
business organization. The employee of Marks & Spencer identifies the performance of the
organization, and analysis the position and strategy of the business organization. The customer
experience and need of the consumer are required for the growth of the organization. The report
is included in the relationship between the customer and business organization that affected the
productivity of the organization. Development and analysis of marketing tools are discussed for
the growth of the organization and provided an effective marketing plan to achieve a better
position in the global market. The report contains the knowledge of buyer behaviour for
improved the production and profit of the organization. Evaluation and analysis of the current
performance and the position of the business organization is included in this report that is
required for the growth of the organization and customer relationship.